Changing the Marcom Mindset (part VI) – Experiences are Broad

January 28, 2010

Brand experiences happen on many levels. Let’s use beer as an example. There is an immediate sensory aspect of the beer experience: the chill of the bottle, the color and texture of the pour, the aroma, the taste…but the brand experience doesn’t end there.

The brand experience goes beyond product/service experience

Price is also an important factor in the beer experience, but the social and environmental situations in which a beer is consumed is equally or more important. If a brand can build a strong association with pleasurable or meaningful social situations, those experiences can become part of the brand experience.

Beer marketers recognize they’re limited in how they can improve the brand experience by what they put in the bottle, so for decades they’ve used advertising and promotion to suggest an association with other experiences.

But advertising is almost always passive. A suggestion of an experience isn’t an experience, even if consumers associate a particular beer brand with certain experiences in their mind. In the future brands will need to work harder by augmenting the experiences they want to be associated with.

Next Time: Marcom as an Experience

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